Mountain Dew gets in on craft craze with ‘DEWshine’ soda

The product, “DEWshine,” is set to hit stores on March 23, according to USA Today. The clear citrus-flavored beverage will retail for $1 to $1.49 for a single serving and a four-pack for $3.99. The name comes from the brand’s “roots in the backwoods of Tennessee,” a Mountain Dew spokeswoman told USA Today.

Analysts said DEWshine’s longneck bottles are designed to position the product as a premium soda. The company is gearing the soda toward men in their 20s and 30s.